Using PPC Campaigns To Bolster PR

Marty Weintraub explores "the systematic use of paid channels like AdWords and Facebook ads" to intervene in "quickly moving public relations incidents." For example, what to do when, say, use of a product "results in a child's death and a product recall."

Weintrab provides a system for handling a variety of such situations, starting with the "Keyword grid" -- in the case of the above example, "Branded terms, 'child's name,'" and cause of death.